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What is Consumer Behaviour
What is Consumer Behaviour
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In-store Consumer Behaviour
Bluefly
Bluefly
designerimports
designerimports
Forzieri
Forzieri
Glam
Glam
Neimanmarcus
Neimanmarcus
Net-a-porter
Net-a-porter
Yoox
Yoox
World’s thinnest (3
World’s thinnest (3
Hilton in Sari
Hilton in Sari
Victoria Bechman in Sari
Victoria Bechman in Sari
German model Claudia Ciesla in Sari
German model Claudia Ciesla in Sari
Palace on wheel Indian Service Luxury
Palace on wheel Indian Service Luxury
Palace on wheels -- Inside
Palace on wheels -- Inside
Palace on wheels -- Inside
Palace on wheels -- Inside
Welcome to Luxury Consumer Behavior
Welcome to Luxury Consumer Behavior
Welcome to Luxury Consumer Behavior
Welcome to Luxury Consumer Behavior
Fake KFC in Iran
Fake KFC in Iran
Fake Apple Store in Iran
Fake Apple Store in Iran
Fake Luxury Products Prevention
Fake Luxury Products Prevention
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Welcome to Luxury Consumer Behavior

содержание презентации «Welcome to Luxury Consumer Behavior.ppt»
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1Welcome to Luxury Consumer Behavior. 16products.
Dr. Satyendra Singh Professor, Marketing 17Europe -- UK, Italy, Spain Germany.
and International Business University of 25% of population > 60 Older people in
Winnipeg s.singh@uwinnipeg.ca Europe than USA.
www.uwinnipeg.ca/~ssingh5. 18Italy. Inspired by art Flashy watches
2What is Consumer Behaviour? ? mechanical Curves in jewellery.
3Luxury Consumers. Traditional 19Germany. Quality is important Simple
Head-to-toe covered, loyal to single watches ? Quartz.
brand,… Buy established brand ? Hermes, 20Japan. Like cosmetics, ready-to-wear,…
Dior,… Modern Not brand loyal, or loyal to Do not like perfumes It hides natural body
one brand,… They know what they want odour Encroaches personal space.
Different desire and expectations Smart, 21India. 70,000 millionaires 50% of
educated, savvy discerning consumers High population < 50 by 2020 Jewelleries ?
status. gold, diamonds, gems,… Industrial names ?
4Modern Consumers. Parent and children Sony, Mercedez, BMW… Own luxury ? world’s
dress alike ? ? gap Cosmetics, surgery,… thinnest watch Saries ? even becoming
Luxury market cannot be segmented 40s, popular abroad To be served ? Indian
50s, 60s does not matter Presidents: palace train,…
Zimbabwe, Italy ? 80s Group pressure > 22World’s thinnest (3.5mm) Indian watch.
individual taste ? group pressure in 23Hilton in Sari.
Japan, France, Spain… 24Victoria Bechman in Sari.
5Types of Consumers. Purchaser They’ve 25German model Claudia Ciesla in Sari.
knowledge to buy products Browser For 26Palace on wheel Indian Service Luxury.
entertainment May come back ? need more 27Palace on wheels -- Inside.
time to make decision Opinion leader 28Palace on wheels -- Inside.
Meeting point ? Sephora store (10,000 29HK/SP/Thailand/Taiwan. Full of young
visits weekend) We display our history and people Stylish, sleek Ready-to-wear Brand
heritage That’s why we have museum section visibility is important.
in luxury stores. 30China. Largest emerging luxury market
6Product Display. Level Eye: ?50% Hand: in the world 300,000 millionaires in China
?30-40% Floor:??? End-of-aisle Not brand 12% of luxury goods are sold in China To
loyal, or loyal to one brand,… Stand alone be 26% by 2020 Cosmetics ? ? whitening
Windows displays ? brand image, products Silk, Wine, whisky,…
communications… 31Russia. 90,000 millionaires Moscow
7In-store Consumer Behaviour. Time alone spends $2b/year on luxury Russians
spent Women (W) + W = 8 min W + child = 7 love luxury ? banned before Flashy New
min W alone = 5 min W + Man = 4 min wealth ? Skiing Courchevel French Alp.
Stealing ? 33% by customers, 66% by staff 32
Always take receipt ? staff makes fake 33Other Emerging Luxury Markets. CIVETS.
returns RFID ? Radio Frequency Columbia Indonesia Vietnam Egypt Turkey
Identification. South Africa.
8Online Consumer Behaviour. Online ? 34Types of Fake Luxury Products.
Pull consumers to store Offline ? sales Counterfeit industry $600b (x4 luxury
people use knowledge for $ Debate ? Luxury industry!!) Counterfeit ? 100% copy
cannot be sold online Prada ? www for info Deceive customers as real Pirated ? Copied
only Some brands sale limited (e.g., old) Customers know it Imitation ? Not 100%
products online. Others sale through identical Customers know it Custom-made ?
luxury e-stores. Could be real Replica made by legitimate
9Bluefly.com. craftsman through some connection.
10designerimports.com. 35Where are Fake Luxury Products? China,
11Forzieri.com. HK, Thailand, Morocco, Taiwan, Turkey, S
12Glam.com. Korea ? Customers age: 25-35 London ?
13Neimanmarcus.com. Oxford Street Manhattan ? Canal Street
14Net-a-porter.com. Shanghai ? Xiang-Yang Road (Closed now!) …
15Yoox.com. 36Fake KFC in Iran.
16Attitude towards Luxury Products? 37Fake Apple Store in Iran.
(10-pt scale). China = 8.2 Mexico = 8.0 38Fake Luxury Products Prevention.
India = 7.3 UK = 7.3 USA = 6.8 S. Korea = France: criminal activities ? buyer and
6.4 Germany = 6.1 ? difficult relationship seller If caught, 2 years in jail LV sued
with luxury Italy = 6.1 and France = 5.7 ? Carrefour for $40,000 ? Shanghai store
Catholic countries Helping poor and Hermes post warnings on Internet LV,
controlling desire is important Japan = Burberry,… and police raid fake shops LV
5.6 ? Symbolic revenge of WWII Not liking spends $15m-$20m/year to combat fake
may not mean ? customer’ll not buy luxury luxury How to detect it? Click ?
Welcome to Luxury Consumer Behavior.ppt
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Welcome to Luxury Consumer Behavior

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